Having a well-designed, informative website is all well and good, but if people don’t visit your pages then your website really is all style and no substance.
On the other hand, if your website is easily found by people but they don’t stick around; your pages will have a high bounce rate, which is just as counter-productive as having a website that only looks good.
Producing effective online copywriting is a creative process, which blends art and science in a balanced mix and combines many different elements. This blend has to satisfy both people and search engines, which can be a tricky combination.
SEO copywriting should ensure that your website is:
• Highly readable by your visitors
• Highly visible to search engines, and therefore
• Commercially successful for you
Many website and businesses owners don’t have the time to actually write web copy themselves. A professional freelance copywriter can furnish you with keyword-rich, highly original web content to enhance and improve the quality of your website, with the aim of converting more of your visitors into customers.
Rarely will you be given a second chance to grab your customer’s attention, so your first shot must be spot on. Your website should be written to ensure maximum sales conversion by grabbing your readers’ attention and catching the eye of search engine robots. There is a fine line however. If you over-optimise your website in favour of search engines you can detrimentally affect your website’s rankings by being penalised.
One of the most common traps websites owners fall into is ‘keyword-stuffing’ whereby you try to fit as many keywords into your content as possible, in the hope that Google will reward you kindly for it. Your website must always have the reader as priority, which makes good SEO sense as well as good business sense.
Search engines provide a channel for potential customers to find you on the internet. People type a keyphrase or keyword into a search engine, such as Google, Yahoo or Bing and this returns a page of listings related to your phrase or word. Obviously, you want your website to feature as highly as possible in this list.
SEO copywriting specifically targets the words and phrases people use when searching for a product or service on the internet. It’s every webmaster’s dream to rank number one in Google and with properly targeted, keyword-rich copy in place, search engines are more likely to index your web site generously.
To rank highly in search engines, the words on your web pages should always be given priority over design. Although still an important element, a well-designed website isn’t enough to generate the traffic you will need to make sales.
Good content is one of the most valuable assets a web developer can use in the bid for productive, successful search engine optimization and Search Engine Marketing (SEM).
Hiring a professional copywriter is a wise investment in the future of your business. Many online business owners make the mistake of thinking that because they understand their niche, they can effectively write the copy for their website without knowing too much about SEO. However, a website’s credibility is in its content and misspellings, grammatical inaccuracies and poor use of the English language will result in low visitors and low search engine rankings.
Internet search engines are developing new technologies and algorithms all the time in order to make search methodologies smarter and more astute. Following Google’s Penguin and Panda updates, Google robots no longer give significance to the repetition of words throughout a website. Instead, they focus on content which has meaning, makes grammatical sense and provides genuinely useful information. These updates have forced webmasters to improve their website content or suffer the consequences of a dramatic drop in traffic.
For more information, check out these SEO copywriting secrets.
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